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Consumers' buying journeys are more fragmented than ever before. Multiple devices, mediums and options to research and purchase make standard analytics approaches less predictable and reliable than in the past. You need an Analytics Swiss Army Knife, a strategy that entails multiple analytics tools leveraged at the right time to produce better consumer insights than ever before. In this session you'll learn Presented at ClickZ Live New York on Tuesday April 1, 2014.
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The Analytics Swiss Army KnifeHow to Mix and Match Tools to Hone in on Consumer Intent
Josh BraatenDirector of Inbound MarketingCollegis Education
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Josh Braaten• Director of Inbound
Marketing, Collegis Education
• Vice President, MnSearch.org
• Co-Founder, Glass en Masse
• @JLBraaten
• Plus.Google.com/JoshBraaten
Using a web analytics tool can feel like hacking away at a bunch of data.
@JLBraaten
There’s a lot of good data to be analyzed, but it’s also imperfect in a lot of ways.
Some information simplycan’t be hacked.
@JLBraaten
In reality, a more versatile toolset is required to reveal the true desires and intentions of our consumers.
@JLBraaten
Let’s explore an analytics Swiss Army Knife, a utility that applies the right tool at the right time to hone in on consumer insights
@JLBraaten
Use Case: Slice and dice visits and conversions to see what happens on your website
Methodology: JavaScript-based web analytics
@JLBraaten
Google Analytics reveals the areas of greatest opportunity. Segment the major sections of your website to see how they add to the big picture
Segment Traffic CR(%) Goal Completions
Products 80,000 4% 3,200
Locations 50,000 6% 3,000
Home 225,000 1% 2,250
New Customers 10,000 10% 1,000
Service 15,000 5% 750
@JLBraaten
Use Case: Pare down to why people act the way they do with targeted questions.
Methodology: Website pop-up survey
@JLBraaten
@JLBraaten
Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data
@JLBraaten
Measuring Net Promoter Score over time can give you an overall key performance indicator (KPI) for the quality of your website.
Q1 Q2 Q3 Q40%
20%
40%
60%
35%
45%40%
55%
20%25%
35%
25%
40%
30%
25%20%
Website Net Promoter Score Over Time
Loyalists Passives Detractors
@JLBraaten
Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data.
@JLBraaten
Qualaroo allows you to create new metrics that complement existing metrics from traditional web analytics platforms.
@JLBraaten
Task completion rate is a superior KPI to time on site, pages per visit, time on page and any other proxy for engagement.
Q1 Q2 Q3 Q40%
25%
50%
75%
100%
40%
90%91% 94%
40%
42%
80% 82%
60% 61% 62% 63%
40%
80%85% 88%
50% 55% 56% 54%
Task Completion Rate Trending by Website Segment
Homepage Products Locations New Customers Service
@JLBraaten
Qualaroo gives you an opportunity to ask your customers exactly how you can improve.
@JLBraaten
Use Case: Pry into the minds of consumers on their purchase journey
Methodology: Web-based concept and usability tests
Bonus: Redeem gift code clickz2 for two free usability test credits on your website. Thanks @UserTesting!
@JLBraaten
Tell users to search for your products like they normally would to reveal research paths.
@JLBraaten
Find out where the consumer journey leads users to see how you fit into the overall big picture.
@JLBraaten
Ask people to perform tasks on your website and compare you to competitors to gain insights.
@JLBraaten
Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more.
@JLBraaten
Use Case: Tighten your understanding of anecdotal insights with quantitative surveys
Methodology: Widescale consumer surveys administered AdSense-style
@JLBraaten
Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more.
Google Consumer Surveys
@JLBraaten
Survey methodology is presented clearly and intuitively in the dashboard.
Google Consumer Surveys
@JLBraaten
Google Consumer Surveys
@JLBraaten
Google Consumer Surveys
@JLBraaten
Google Consumer Surveys
@JLBraaten
Use Case: Uncap insights into questions as you plan your content experience.
Methodology: Email, website or paid respondents (SurveyMonkey Audience)
@JLBraaten
@JLBraaten
Collect survey responses via email, a link on a web page, or through paid responses (Audience).
@JLBraaten
Conduct and share market research findings with your consumers to aid content marketing efforts.
@JLBraaten
Unearth potential concerns and develop messaging to break down barriers to conversion.
@JLBraaten
Use Case: Cut down to the best content ideas with controlled experiments.
Methodology: A/B and MVT split-testing
@JLBraaten
Test ideas head-to-head to prove out the best content experiences. Never take a step backward again.
@JLBraaten
What fun is it to simply hack away at web analytics data by itself?
@JLBraaten
Apply the analytics Swiss Army Knife concept to your next web analytics review session with the people on your team.
@JLBraaten
You’ll be amazed at how much you can increase outcomes by using multiple tools together than by only using one web analytics platform.
@JLBraaten
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Thank You!
• @JLBraaten
• Plus.Google.com/JoshBraaten
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